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What is the consensus on emailing the recruiting contact when there is clearly an online application for the firm?
Is it viewed as annoying or sometimes can get you a better look?

I know what you're thinking: that actually receiving an application as a recruiting coordinator may get my resume read as opposed to submitting online, but I'm almost certain you're running the risk of coming off as annoying when you make the recruiting coordinator take one more pointless step to get your resume read. You don't want to risk a ding by purposefully avoiding the method (online submission) that's been put in place specifically for their convenience. People ding for stupid reasons… I've never heard of this particular example being a reason, but this is comfortably within the realm of seemingly trivial reasons that have gotten apps trashed.

They have an online application for a reason. Don't be a pest by emailing them; they're more likely to be annoyed than impressed.

Thanks all. (OP)